Choosing the Best Stock Photos for Your Nonprofit Marketing

July 2020 – Lauriane Lebrun, Marketing & Communications Coordinator

I’ve discussed the power of visual storytelling previously (check out my Does Your Nonprofit Need an Instagram Account article to read up on the topic). According to TrueSense Marketing, “Most fundraising experts agree that it’s best to use photos of the real people (or animals!) your organization helps in your communications, because when you can link a name to a face, it creates a sense of authenticity for the donor — and builds on your great storytelling.”

But just because you know the value of visual marketing, it doesn’t mean your organization has an in-house photographer. The next-best option? Stock photos – if you know how to choose the right kind. Here are some tips to make sure your stock photo selections resonate with your audience:

Aim for Authenticity and Relatability. According to SmartBug Media, “If your stock images seem fake, your brand’s trust could be at risk.” Your audience is much more likely to see candid images of ordinary-looking people as trustworthy than shots of unrealistically-perfect, posed subjects. Furthermore, your audience should feel personally connected to your images as often as possible, so keep your target demographics like age, gender, race, and income in mind when choosing photos.

Add Energy by Choosing Action-Oriented Photos. Selecting actionable photos is a great way to add energy and intrigue to your marketing imagery. The action doesn’t have to be particularly exciting – you might show someone walking their dog, eating lunch, or talking with a friend, for instance – but any activity will help tell a story.

Represent Your Cause. For nonprofits especially, marketing imagery is an important opportunity to “paint a picture” of the need you are working to fill. Show audiences what’s at stake and why you need their support. Canva also recommends that “you know what your brand stands for, and reflect that in your social media and imagery.” In other words, keep things consistent – if your messaging is usually lighthearted and friendly, choose photos that capture that same warm tone.

One other important note: Don’t forget to review the licensing agreements for the stock photos you’re using. As the CreativeLive Blog explains, “If you’re trying to save money by using stock photos, you must make sure that you’re using them legally. You’re not saving any money if you end up sued.” As long as you’re getting your photos from a reputable source, the licensing agreements should give clear direction as to how the photos can be used.